5 Lessons about Inbound Marketing Large Companies Can Learn From SMBs
Posted By : Gil Aranowitz / Posted In : Content Marketing

5 Lessons about Inbound Marketing Large Companies Can Learn From SMBs

HubSpot recently released their State of Inbound 2015 Report, which focuses on the challenges and priorities faced by marketing and sales professionals. One clear learning from the survey was that while SMBs more often rely exclusively on Inbound, bigger companies use both outbound and inbound marketing tactics. And regardless of company size, Inbound efforts achieved higher ROI!

So here is your chance to “copy off the smart kids”. Check out these 5 lessons from SMBs who use Inbound tactics as the main driver of their marketing efforts:


(1) Inbound: The Top Tactic for Marketers on a Budget

Inbound is the preferred marketing method for all companies that spend under $5M annually on marketing. In fact, if your organization spends less than $100,000 on marketing annually, you’re four times more likely to practice Inbound Marketing than outbound. Even more interesting? Every company surveyed — regardless of marketing spend — was three times as likely to see a higher ROI on Inbound Marketing campaigns than on outbound.


(2) Leading Marketers Take Outbound with a Grain of Salt

HubSPot’s survey data showed showed that outbound lives in the shadow of Inbound Marketing. Fiftyseven percent of respondents from companies that saw greater ROI in 2015 than 2014 cited paid advertising as the most overrated marketing tactic. In other words, the companies that are getting bang for their marketing buck are not seeing greater ROI being driven by paid advertising activities!


(3) Track ROI, Prove Success and Reap the Rewards

Best-in-class companies get increased marketing budgets, and they do it by proving their teams are worth the uptick in cash. How? By tracking the returns year-over-year, and subsequently demonstrating a positive ROI.

Respondents to the HubSpot State of Inbound 2015 survey were 20% more likely to receive a higher budget in 2015 if ROI was tracked in the first place, and twice as likely to see an increased budget if that tracked ROI was shown to be higher than in 2014. What’s more, respondents were nine times more likely to receive a lower budget if they failed to demonstrate a positive ROI. With this in mind, there is a strong case to be made for dedicating time and resources to establishing links between marketing activity and results.


(4) Let Results Drive Decisions

HubSpot asked respondents to identify the factors that caused a change to their Inbound Marketing budget. As was the case in 2014, no single factor was more important in driving a higher budget than past success with Inbound Marketing. However, past failure with inbound also resulted in higher budget. Of those who failed with inbound last year, 81% increased budget as a result.

What does this mean? Top marketers realize that inbound is a long game. If you get off to a slow start, you shouldn’t back off. In fact, you might consider doubling down. And it doesn’t hurt that the inherent trackability of all facets of Inbound Marketing make it easier to evaluate shortcomings and revise tactics.


(5) Leading Marketer’s Content Comes From In-house and Out

The most successful marketing organizations launch a balanced attack on churning out compelling content. In particular, organizations that saw an increase in ROI from 2014 to 2015 were more likely to employ both staff writers and guest contributors in their content creation efforts than their less successful peers.

Want to find out more? Have questions?

Feel free to contact us, drop us an email at info@buddingculture.com or give us a call at 949.340.5746, and we will do our best to assess your marketing needs.


Posted on

October 13, 2015

Posted On : October 13, 2015